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    WHAT IS ADVERTISING - Slides

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    christina kawihing
    Advertising involves promoting products or services through paid, non-personal forms of communication. It aims to attract attention and persuade audiences. There are various types of advertising defined by factors like the sender, message, recipient, media used, and place. Advertising both reflects and influences culture by mirroring societal values while also shaping ideas, tastes and lifestyles. It interacts with domains like art, music, politics and film. The advertising industry includes clients, agencies, government regulators and production houses.

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    WHAT IS ADVERTISING - Slides

    Uploaded by

    christina kawihing
    73 views17 pages
    Advertising involves promoting products or services through paid, non-personal forms of communication. It aims to attract attention and persuade audiences. There are various types of advertising defined by factors like the sender, message, recipient, media used, and place. Advertising both reflects and influences culture by mirroring societal values while also shaping ideas, tastes and lifestyles. It interacts with domains like art, music, politics and film. The advertising industry includes clients, agencies, government regulators and production houses.

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    Advertising involves promoting products or services through paid, non-personal forms of communication. It aims to attract attention and persuade audiences. There are various types of advertising defined by factors like the sender, message, recipient, media used, and place. Advertising both reflects and influences culture by mirroring societal values while also shaping ideas, tastes and lifestyles. It interacts with domains like art, music, politics and film. The advertising industry includes clients, agencies, government regulators and production houses.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    73 views17 pages

    WHAT IS ADVERTISING - Slides

    Uploaded by

    christina kawihing
    Advertising involves promoting products or services through paid, non-personal forms of communication. It aims to attract attention and persuade audiences. There are various types of advertising defined by factors like the sender, message, recipient, media used, and place. Advertising both reflects and influences culture by mirroring societal values while also shaping ideas, tastes and lifestyles. It interacts with domains like art, music, politics and film. The advertising industry includes clients, agencies, government regulators and production houses.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    of 17

    WHAT IS ADVERTISING

    The word advertising is derived from


    the latin word
    ‘Adverter”
    which means to turn attention
    Definition of advertising:
    “The activity or profession of
    producing advertisements for
    commercial products or services.”
    - Oxford dictionary -
    Definition of advertising:
    “any paid form of non-personal
    presentation of ideas, goods, and
    services by an identified sponsor.”
    - American Marketing Association
    (AMA) -
    Definition of advertising:
    “to produce the most persuasive
    selling message, to the right
    prospects, at the lowest possible
    cost.”
    - Institute of Practitioner in
    Advertising (IPA) -
    Advertising Industry:
    1. Clients
    2. Agencies
    3. Government & Regulators
    4. Media
    5. Production House
    The nature and role of Advertising
    in Society

    Much of advertising mirrors social


    standards, lifestyles, values and
    aspirations, very often represented
    in an idealized forum. This is
    designed to promote recognition,
    understanding and involvement by
    the target audience
    The nature and role of Advertising
    in Society

    1. Advertising and Culture


    The values, beliefs, ideas customs,
    symbols that are learned by
    members of particular societies are
    referred to as culture.
    The nature and role of
    Advertising in Society

    2. Advertising and Art


    Advertising can be reflected in
    art, just as art is reflected in
    advertising.
    The nature and role of
    Advertising in Society

    3. Advertising and Music


    Music is a frequently used
    advertising executional cue and
    has been since the early days of
    broadcast.
    The nature and role of Advertising
    in Society

    4. Advertising and Politics


    The use of political advertising is
    well documented. In the early 20th
    century advertising was used to
    support and enforce government
    policies.
    The nature and role of Advertising
    in Society

    6. Advertising and Film


    the 2001 film, the Lord of the Rings,
    demonstrate a way which
    advertising permeates different
    aspects of our lives, in this case
    films.
    Types of Advertising
    five perspectives encapsulate the variety of types
    available.

    1. Source/sender:
    - Manufacturing advertising
    - Retail advertising
    - Cooperative ads (colaboration of manufac. & retail)
    - Collective advertisement (used by government)
    - Ideas-based (used by not-for-profit organizations)
    Types of Advertising
    five perspectives encapsulate the variety of types
    available.

    2. The Message:
    - Informational advertising
    - Transformational advertising (use emotional)
    - Institutional/corporate advertising (express values)
    - Theme advertising (recruitments ads)
    - Generic advertising (promote category of products)
    - Reputational / corporate advertising (build goodwill)
    - Direct Response advertising (to provoke actions)
    Types of Advertising
    five perspectives encapsulate the variety of types
    available.

    3. The Recipient (customers/businesses):


    - Industrial and trade advertising
    Types of Advertising
    five perspectives encapsulate the variety of types
    available.

    4. The Media:
    - Broadcast advertising (television and radio)
    - Print advertising (newspaper, magazines,
    billboards)
    - Cinema advertising
    Types of Advertising
    five perspectives encapsulate the variety of types
    available.

    6. Place advertising:
    - International Advertising (standardized ads., and
    adapted.)

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